Created by Leo Burnett India in 2019, this ‘hyper contextual digital ad campaign’ utilised the traditional advertising technique of placing billboards across cities in India. But the billboard ads also garnered a lot of social media attention.
The campaign was ideated to reach all the different moods of the entire population and the communication was focused on relatable situations. The ad company created 3 billion playlists that could suit any mood for every demographic.
It leveraged location-based social listening and conducted sentiment analysis (powered by Artificial Intelligence) to create these playlists.
While the ads were placed offline, there were about 72000 social media shares, and “There’s a playlist for that” soon became a part of internet slang.
